Google is developing a screenless Fitbit fitness band for release later this year, according to Bloomberg News. The device aims to compete with minimalist, subscription-based wearables from Whoop Inc. and Oura Health Oy.
The new hardware will provide basic tracking, while advanced health analytics will require a paid subscription. This strategy focuses the Fitbit brand on long battery life while the Pixel Watch line serves the full-fledged smartwatch market.
The initiative is part of a broader brand refresh that includes new hardware confirmed for 2026. Google also plans to integrate deeper AI-powered health coaching into the platform.